Content is the connective tissue
Posted: Tue Jan 21, 2025 10:34 am
What I always suggest to CMOs is to consider the agency slovakia b2b leads fee model around paid media and use that as your baseline for more in-house resources. Media agencies charge between 5% to 15% of the overall planned ad spend as a management fee. If you are spending $10M on paid media in 2024, your media agency will likely be charging a $500K to $1.5M fee.
If CMOs can justify paying $1M to a media agency to buy and negotiate placements, why are so many CMOs reluctant to dedicate even 4% of their media budget to staff employees who can produce better performing ad creative?
For 4% of your $10M paid media budget, you could get two full-time creative and content strategists (a manager and coordinator level). They could ideate paid social ads on a weekly basis while onboarding and managing a small army of external content creators on retainer to execute the ideas.
A venn diagram image showing paid media team responsibilities on the left, organic social team responsibilities on the right, and content strategy in the middle as the overlapping bridge.
Your content strategy team should also be responsible for ideating content for your organic social channels to lift your overall creative and engagement. But that’s not the only benefit. We’ve all heard the narrative that paid social and organic social media don’t look and feel the same, and it often gives traditional marketers and creative directors anxiety that there’s no brand cohesion between the two. This approach solves that problem because the same team ideating paid is also ideating for organic social.
Almost every B2C, D2C and B2B CMO knows that the future of their organization’s revenue is impacted by their ability to have success across both organic and paid social media. But the two entities are currently too siloed in marketing departments when they should be working closely together.
There may be a negative reaction to paid social budgets being reallocated to organic social team staffing. Think critically about what resources your organic and paid media teams currently lack. It’s probably content. And your paid media professionals don’t know how to brief the content creator in Jacksonville on creating an engaging 10-second ad. But an organic social media content specialist does.
If CMOs can justify paying $1M to a media agency to buy and negotiate placements, why are so many CMOs reluctant to dedicate even 4% of their media budget to staff employees who can produce better performing ad creative?
For 4% of your $10M paid media budget, you could get two full-time creative and content strategists (a manager and coordinator level). They could ideate paid social ads on a weekly basis while onboarding and managing a small army of external content creators on retainer to execute the ideas.
A venn diagram image showing paid media team responsibilities on the left, organic social team responsibilities on the right, and content strategy in the middle as the overlapping bridge.
Your content strategy team should also be responsible for ideating content for your organic social channels to lift your overall creative and engagement. But that’s not the only benefit. We’ve all heard the narrative that paid social and organic social media don’t look and feel the same, and it often gives traditional marketers and creative directors anxiety that there’s no brand cohesion between the two. This approach solves that problem because the same team ideating paid is also ideating for organic social.
Almost every B2C, D2C and B2B CMO knows that the future of their organization’s revenue is impacted by their ability to have success across both organic and paid social media. But the two entities are currently too siloed in marketing departments when they should be working closely together.
There may be a negative reaction to paid social budgets being reallocated to organic social team staffing. Think critically about what resources your organic and paid media teams currently lack. It’s probably content. And your paid media professionals don’t know how to brief the content creator in Jacksonville on creating an engaging 10-second ad. But an organic social media content specialist does.